Choosing Brand Colors

Sunset is still my favorite color, and rainbow is second. – Mattie Stepanek

Choosing the color scheme for a brand is one of the most significant steps in the brand selection process. Colors allow a company to stand out from the competition and evoke emotion. Consider some of the brands whose color schemes are actually embedded in our culture. Can you guess the business names using the color scheme alone?

Color is often underestimated in the design process but a color palette complete with light and dark swatches are intended to enhance a focal point.

A logo is most often a cornerstone in the branding process. The next step is to select a primary and secondary color palette that compliments the logo and the business. The colors selected should suit the business, its goals and its values. The colors must complement each other and contrast is key. I always select Pantone (PMS) colors that and can easily be translated into CMYK, RGB and the web so that they will look the same across varied platforms. The color selection process may seem simple but it can be a tedious process – if the CMYK and PMS colors do not match I will not select the color as it is important in order to ensure consistency in future print projects. An so, I go back to the drawing board.